Is Facebook Still Worth It for Business? How to Use It Well

Facebook is still worth it for many businesses, especially local businesses and those whose customers are adults over their mid-twenties, but it works differently than it used to. Organic reach from a business page is lower than it was years ago, so posting and hoping rarely works. Facebook’s value today comes from being a credible place customers check, from local communities and Groups, from Reels and video reach, from Messenger enquiries, and from Meta’s advertising platform.

Who Facebook still works for

• Local service businesses such as trades, salons, clinics, gyms and restaurants.
• Businesses whose customers are parents, homeowners and older adults.
• Community-based organisations, events and venues.
• Any business planning to run Meta ads, since the page underpins advertising.

It is usually less central for B2B companies targeting professionals, who are often better reached on LinkedIn, or brands focused purely on younger audiences.

Why organic reach is lower

Facebook’s feed prioritises content from friends, family, Groups and content the algorithm predicts people will engage with, including recommended Reels. Business page posts compete with all of that. The result is that only a portion of followers see any given post. That does not make Facebook useless. It means you need content people genuinely engage with, and you should not rely on organic posts alone for leads.

Set up the page as a trust signal

Many customers check a business’s Facebook page before calling. Make sure it is complete and current:

• Accurate name, category, address, phone, hours and website, consistent with your Google profile. See NAP consistency.
• A clear cover image and profile photo.
• An action button such as Book, Call or Send Message.
• Recent posts, so the business looks active.
• Reviews or recommendations enabled where appropriate, and responded to.

What to post

• Reels and short video: often the best route to reach beyond existing followers.
• Local content: projects, events and partners in your area. See social media for local businesses.
• Behind the scenes and team: builds familiarity.
• Customer stories and reviews.
• Useful updates: opening hours, availability, seasonal advice.

Ask questions and reply to comments to encourage conversation. Our social media content ideas list has more.

Groups and community

Local Facebook Groups, such as town community groups or neighbourhood recommendation groups, are often where people ask “can anyone recommend a…”. Participate genuinely: be helpful, follow group rules, and avoid spamming promotions. Satisfied customers recommending you in these groups is extremely valuable.

Messenger and response time

Many customers message businesses through Facebook. Reply quickly, use saved replies for common questions, and set up automated greetings or away messages. Connecting Messenger to your CRM or automation system makes sure leads do not get lost. See automating lead follow-up.

When to use ads instead

If you need reliable leads from Facebook, paid advertising through Meta is usually the answer, because you can target by location and interests and control the message. Boosting posts is a simple option, but Ads Manager gives far more control over objectives and targeting. Our Meta ads guide explains how to get started.

Measuring Facebook’s value

Track messages, calls, clicks to your website and bookings, not just likes. Use tracked links and ask new customers where they found you. See how to measure social media ROI.

Get more from Facebook

We manage Facebook pages for businesses, from content and community management to Messenger workflows and connecting with paid campaigns. See our Social Media Management service or get in touch.